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Similaire à Vc 2 Oct09
Similaire à Vc 2 Oct09 (20)
Vc 2 Oct09
- 1. 2 October 2009 How Communications is embracing cultural and consumer shifts
- 2. We aim to communicate the purpose of the OU; and through our practice shape, influence and manage the OU’s reputation and identity.
- 6. “ A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.” The Cluetrain Manifesto (1999)
- 7. “ RIGHT NOW, your customers are writing about your products on blogs and recutting your commercials on YouTube. They are defining you on Wikipedia and ganging up on you on social networking sites like Facebook.” Groundswell
- 8. What it means to our customers “ (More) people <like me>” “ I can talk to them when, where and how I want.” “ I don’t need to listen to your corporate voice, I have a million other people who’ve <lived you> to tell me the real deal.” “ The crowd will average it out for me.” “ Then I’ll decide.”
- 9. Web 2.0 changes the relationship Web 2.0 and content created by the community extends the boundaries of <our> world. Yahoo!Answers complements <our> FAQs. Links in del.icio.us, digg and other sites add reputation points. YouTube, Facebook and SecondLife extend the campus. User-generated content adds authority to ‘official messages’ and channels.
- 10. We (used to) seek rationality in linear models
- 11. But the customer journey is complex
- 12. Why it matters
- 17. Stakeholder Influencer Analysis Topic: Distance Learning Scope: UK Dates: Dec 08 – Jan 09
- 19. Topic Trends
- 20. Sentiment
- 21. Answers
- 22. Our sentiment
- 23. Our sentiment
- 24. Our sentiment Huge spike in forum discussions in the week after A level results, most on The Student Room forums peaked on 29 th with 208 mentions in this site alone (sentiment 3.1). Most of the discussions are around studying. Sentiment/mentions tracking vs 4 agreed competitors, note whilst we have significantly less mentions in terms of volume, our sentiment score is in general much better.
- 26. Stats and conversion rates
- 27. Stats and conversion rates Visit/Visitor Trends Conversion Trends
- 28. Visualising our extended network
- 33. How it all fits together
- 34. Platform Platform (www.open.ac.uk/platform) launched in December 2008 to represent the OU community online, offering the same intellectual and social opportunities that are part of life in a traditional campus: the chance to be part of a lively, engaged and accessible university community , opportunities for peer support, access to topical content, and added value through services, benefits, competitions and offers.
- 35. Platform ; where we are now
- 36. Platform ; where we are now
- 37. Platform ; where we are now
- 44. Flickr
- 45. Twitter
- 46. Twitter
- 49. Microsite; Darwin ‘devolve me’
- 52. An emerging story Brand elements to support an international strategy
Notes de l'éditeur
- MarketInfluence study defines a stakeholder of a topic as “an entity (individual or organisation) who is sufficiently (1) referenced in the context of the topic (2)”. This MarketInfluence study uses a recognised methodology often referred to as “citation analysis”. (3) Notes: (1) Based on statistical significance and/or practical experience (2) Most stakeholders will participate in the debate about the issue but having spoken about the topic is not a requirement to be considered a stakeholder of the issue. If stakeholders of sufficient importance or stakeholders of in sufficient numbers references someone in the context of the topic, they may be considered a stakeholder. (3) This methodology has been used for more than 3 decades to measure the influence of academic journals and is also used by The Times Educational Supplement (TES) to produ ce lists of the most influential universities in the world.
- (“betweenness”) – consider as listening posts
- Jan 2009 971 mentions of “Open University” vs average 227 for other learning brands monitored. Positive sentiment score List of sites which produced the most comments
- Jan 2009 971 mentions of “Open University” vs average 227 for other learning brands monitored. Positive sentiment score List of sites which produced the most comments